Effective copywriting is a critical component of your website. After all, aside from the aesthetics, it’s what’s inside that really counts. A consumer is more likely to do business with you if they see a trusted, authoritative brand, which is simply achieved through effective copy. This guide will outline three simple strategies to capture your consumer’s attention and generate leads through effective copy.
Tip 1: Make your content skimmable. Many of your site visitors will not read every single word your website, so you should strive for clear, and concise text on each page of your site. Let’s assume your reader is simply skimming your website; the key information that you’d like them to be aware of should be in larger font, and your titles and subtitles should contain most of the critical information. Sentences should be concise and writing should be elegant, but clear.
Tip 2: Good copy talks about “you”, not “me”. This allows the reader to understand how your product or service will help their specific situation, rather than giving them a broad idea of how the product or service would be useful in general: How will you take care of your customer? How will your product directly benefit your customer’s life or business? For example, Apple advertises their phones’ superior call quality by reminding their consumers of how annoying it is to speak in a loud room, and that Apple phones eliminate the background noise, therefore solving the problem all together.
Tip 3: Always proofread your work multiple times to ensure your copy is error-free, consistent, and professional. Your site’s credibility can be at serious risk if the copy is not thoroughly edited for spelling, grammar, and flow. Remember that your copy is your brand voice, so before you start writing make a decision about what your brand voice is and ensure that all copy is consistent to that voice: Is it formal? Professional? Casual? Edgy? Consumers can learn a lot about your brand just by its voice, so be sure to have a consistent voice throughout the site.
Ultimately, many factors will play into the effectiveness of your copy, but ensuring that you have clear, consumer-focused, consistent copy will make your website much more attractive to the everyday reader. For more information on great copywriting, get in touch with Web Toaster!